Creating Impactful Onboarding Experiences For Novice Internet Users

In this talk, Soham (Founding Partner at Triveous) will talk about why it is so difficult to activate, engage and retain mobile users even though they might have installed a certain app. We will also talk about "Novice Internet Users" and the various strategies we can adopt to show them the value proposition of the product in the first 30 seconds of usage.

Transcript

1. Creating Impactful Onboarding Experiences For Novice Internet Users By Soham Mondal from Triveous 

3. https://triveous.substack.com
4. Presentation Agenda Agenda Introduction 
 Why is onboarding important? 
 Retention Curve 
 Associated Metrics 1 Problem with Onboarding 
 Novice Internet Users 
 Problems they face 
 Case Study: Agritech app 
 Problems with Onboarding 2 Activation 
 What is Activation? 
 Activation Steps 
 Active Activation 
 Passive Activation 3 Solution 
 Case Study: Agritech app 
 Active Activation Examples 
 Other Case Study 4 Guidance and Impact 
 Things to keep in mind 
 Key Guidance and Impact 
 5
5. I’m Soham Mondal Founding Partner, Triveous 
 Lead Anchor Mentor @ Google For Startups Soham is the Founding Partner at Triveous and brings over 13 years of experience in building and servicing products across like finance, entertainment, education among others. https://www.linkedin.com/in/sohammondal/ 
 https://twitter.com/s0h4m About
6. Triveous Technologies 
 https://triveous.com/ 2013 2016 2017 Khoslalabs Worked with Khoslalabs on a state-of-the-art micro ATM (any Kirana shop owner can act as an ATM teller using their mobile phone) and POS solutions for the underbanked sections of India. EnParadigm and Google Worked with Enparadigm on multiple offline first apps in the insurance and education space. Worked with Google on multiple initiatives in the User Experience and Android Application space. About
7. 2018 2021 FREND, Novopay and IDEO FREND is a non profit backed by Google and Tata Trusts. Worked on designing and developing an offline first application to generate livelihood for over 80,000 women in 300,000 villages across India. Worked with IDEO on a design framework for new internet users. Google AI, BharatAgri and Cutshort Worked with Novopay on multiple financial applications impacting millions of users across India. Worked with BharatAgri to redesign their consumer facing apps.
8. Framework for New Internet Users 
 “DigitalConfidence. Design” for IDEO User Experience Worked with IDEO on a design framework for new internet users. Research was done in collaboration with Google (The next billion user team) and The Bill and Melinda Gates Foundation. DETAILS About
9. Introduction Why is Onboarding Important? Why does it matter to you? 1
10. Why is Onboarding Important? - Acquisition is an investment 
 
 - Get maximum ROI on your acquisition investment 
 
 - Cannot move forward in the product lifecycle or Product Market Fit - Cannot move towards positive unit economics - Time is critical, first 30 seconds - Retargeting/Reacquiring is a much more expensive and unlikely process DETAILS Introduction
11. https://ms-mbalke.medium.com/aarrr-framework-metrics-that-let-your-startup-sound-like-a-pirate-ship-e91d4082994b
12. https://ms-mbalke.medium.com/aarrr-framework-metrics-that-let-your-startup-sound-like-a-pirate-ship-e91d4082994b
13. https://www.appcues.com/blog/user-onboarding-funnel-amplitude A product’s retention curve typically reflects this with a big dip immediately after sign up. If you’re lucky, the curve might eventually plateau.
14. Key Metrics Conversions Converting users from the Acquisition to Activation 01. Downstream Metrics Engagement, Retention, Revenue, Referral 02. Cost Based Cost per install, Effective cost per install 03. Introduction
15. Problems with Onboarding Who are your users? What are the problems they might face when using the app for the first time? 2
16. “Talking is easy, typing is hard.” - Mamta from Jaipur, India Mamta just got her first smartphone, and she loves watching videos on YouTube to discover recipes, learn stitching techniques, and listen to her favourite Bollywood (Indian Movies) songs. Phone Her phone, a Samsung J2 with a cracked screen, was passed down to her by a family member. 01. Voice Interaction Typing is difficult, so she finds it easier to use voice when looking for videos. It doesn't always go as intended though. When using her phone outside in a loud environment and it simply doesn’t understand her. She blames herself when it doesn’t work. 02. https://digitalconfidence.design/opportunities
17. Mamta is a 
 Novice Internet 
 User Some of the problems they face 
 - Accounts 
 - Digital and Basic Literacy 
 - Discovery 
 - Lack of Assistance 
 - Navigation 
 - Language Don’t see the internet as a key way to advance their key needs and aspirations 01. Don’t have the right digital literacy or confidence to realise its benefits 02. https://digitalconfidence.design/opportunities
18. Agri-Tech App Problem
19. https://www.triveous.com/product-transformation
20. https://www.triveous.com/product-transformation
21. Problems With This Onboarding Approach Onboarding Problems Value proposition: An app’s purpose isn’t always readily apparent. 
 
 Activation: Primary goal of onboarding 
 Before they achieve action, users are 
 - Trying out the product 
 - Understanding the value proposition, features 
 - Determining if it is a good fit for them 
 
 Activation is the point at which users "get your product and its value proposition" Complexity: Users will abandon the signup flow if it becomes overwhelming. Assistance: Asking for help isn’t always easy. Language: Is this app or its content relevant to me Problem
22. Activation What is Activation? How do you activate someone? 3
23. https://ms-mbalke.medium.com/aarrr-framework-metrics-that-let-your-startup-sound-like-a-pirate-ship-e91d4082994b
24. Know Know about the product, features 01 Do Perform an action in the product 02 Feel Feel happy, confident, connected 03 Believe Believe the product is relevant to me 04 Activation or a Revelation Activation is when people get the value proposition of your app 
 - Understanding value proposition 
 - Relevance to the user Activation Steps Activation
25. In terms of features In terms of magnitude/metrics/numbers Define activation
26. Active Activation Show Possibilities Navigation 
 HomeScreen 
 Actual use cases Personalisation Customised onboarding experience 
 Interaction and Investment 
 Home Screen 
 Specific Journeys Localisation Brand 
 App labels 
 Images, illustrations, and icons 
 API responses 
 Content 
 Search parameters and results 
 App store and offline presence Assistance Key Journey Identification 
 Guided Journeys 
 Voice Assistants Activation
27. https://www.nngroup.com/articles/mobile-instructional-overlay/ 1. Coaching Using coach marks 
 Showing focused animation 
 Libraries 2. Showcase Imagery and Illustrations 
 Animation 
 Social Validation 3. Alerts Push Notifications 
 Calls 
 Messages Passive Activation
28. https://www.nngroup.com/articles/mobile-instructional-overlay/ 1. Coaching Using coach marks 
 Showing focused animation 
 Libraries 2. Showcase Imagery and Illustrations 
 Animation 
 Social Validation 3. Alerts Push Notifications 
 Calls 
 Messages Passive Activation
29. Solution Solution to the Agri-Tech Case Study 4
30. Agri-Tech App Problem
31. https://triveous.com/product-transformation Better Approach Solution
35. https://www.wired.com/2014/04/twitters-experiment-onboarding/ After new users are asked to do the typical stuff (pick a username, enter your email address, and designate a password) Twitter now asks to connect to your Gmail.
36. https://www.wired.com/2014/04/twitters-experiment-onboarding/ After new users are asked to do the typical stuff (pick a username, enter your email address, and designate a password) Twitter now asks to connect to your Gmail.
37. https://www.wired.com/2014/04/twitters-experiment-onboarding/ After new users are asked to do the typical stuff (pick a username, enter your email address, and designate a password) Twitter now asks to connect to your Gmail.
38. https://www.wired.com/2014/04/twitters-experiment-onboarding/ After new users are asked to do the typical stuff (pick a username, enter your email address, and designate a password) Twitter now asks to connect to your Gmail.
39. Guidance Key things to keep in mind when onboarding users 5
40. Keep In Mind 1 User 2 Localisation 3 Copy 5 Login 6 Assistance: Voice 7 Environment 4 Imagery 8 Digital Literacy Guidance
41. Track The Right Metrics Define the metrics that matter to your metrics, make them part of your process (OKR/KPI ) 01 Guidance
42. Know your acquisition funnel well Know your entire acquisition funnel, right from the beginning 02 Guidance
43. Solve Activation before moving into Engagement/Retention Solve Activation First, Other things will come later 03 Guidance
44. Know your users Difficult to solve activation without understanding your users in detail 04 Guidance
45. Define activation Define what activation means in your context 05 Guidance
46. Map out short, low effort activation strategies Create short activation journeys that you can try out 06 Guidance
47. Show it to real users, test, iterate Test these journeys when prototyping, test out real strategies in A/B 07 Guidance
48. Onboarding is just the beginning Remember, Onboarding is the first problem you need to solve 08 Guidance
49. Effective Cost Per Install Onboarding Conversion Retention Unit Economics Impact on Metrics Guidance
50. Creating Impactful Onboarding Experiences For Novice Internet Users 01 Importance of Onboarding, Problems Indian Users 
 Problems they face 
 Novice Internet Users 02 Activation What is Activation 
 Activation Steps 
 Active Activation 
 Passive Activation 03 Solution and Guidance Case Study: Agritech App 
 Active Activation 
 Guidance 
 Impact on Metrics Summary
51. https://triveous.substack.com Creating Impactful Home-Screen Experiences For Novice Internet Users Coming up - End of February
52. More From Triveous Product Research - Get to know your users, market and the ecosystem 
 - Understand user needs, jobs-to-be- done, market opportunities 01. Product Audit - Find out how your existing product is performing 
 - Get Users to evaluate your product 
 - Benchmark against competitors 02. Product Design - Design Entire Products and Features 
 - Improve Metrics 03. Email soham@triveous.com 
 https://triveous.com/ Social https://www.linkedin.com/in/sohammondal/ 
 https://twitter.com/s0h4m Deck and Case Study https://triveous.substack.com 
 https://www.triveous.com/product-transformation 
 Links Triveous The End